Looking at the 1 year chart it appears that the bulls are "tired". There appears to be too many negative things working against this stock balanced by a lot of hype from the analysts and from the mouth of the CEO himself. The stock market itself seems to be facing head winds. A recession may hit us sometime soon. Stocks with earnings will somehow survive in lean times but it will be harder for the likes of AMZN. I have put spreads and would remove the short leg as time passes.